The offices of INX Media are abuzz with activities. Following the soft launch of its music channel 9XM last weekend, the marketing activities for the general entertainment channel 9X also kicked off on October 20 with a teaser campaign in the print and the television media.
One of the first shows that would launch on the channel is from the Ekta Kapoor stable, where Kapoor introduces her latest protagonist ‘Kinjal’. However, the official name for the show has not yet been fixed. Refusing to divulge much, Kapoor said, “My new show for 9X is something I am really excited about. As a gripping story, it will connect with the viewers in a very contemporary way.”
Kapoor explained that she was involved with the creative aspects of the show along with the creative team of the channel, and that she was also very excited about the new actor in her show. Kapoor said, “I believe she will be a huge star. She really fits into a very special role, and she has a lot of talent. I am confident that the viewers will really warm up to her and welcome her into their homes and hearts.”
Additionally, music maestro A R Rehman, the United Nations and Endemol have joined hands for ‘Mission Ustaad’ on 9X. Commenting on this association, Indrani Mukerjea, Promoter and Group Executive Director, INX Media, said, “It gives us great pleasure to partner with A R Rehman, the United Nations and Endemol India to present this unique show on Indian television. Besides entertaining millions of viewers on 9X, ‘Mission Ustaad’ will communicate the essence of the Millennium Development Goals across the length and breadth of the country. We are confident that along with the rest of the line-up of the forthcoming programmes on 9X, ‘Mission Ustaad’ will truly capture the hearts of the Indian viewers.”
Rehman said, “I am delighted to be a part of ‘Mission Ustaad’ on 9X. Many eminent names from the entertainment industry will join me on the show. I am convinced that the partnership between 9X, the UN and Endemol will bring about the desired awakening among Indian viewers, and ‘Mission Ustaad’ will touch the hearts of the nation in a very entertaining manner.”
Maxine Olson, Resident Coordinator, UN, added, “We want to make poverty history through awareness and action around the MDGs. We believe our joint endeavour ‘Mission Ustaad’ will inspire millions to action and thereby fulfil every Indian’s right to decent work, education and good health.”
Rajesh Kamat, MD, Endemol India, remarked, “Music is a universal language that binds people together irrespective of their nationality, religion or economic stature. With ‘Mission Ustaad’, we get the opportunity to reach out to our audiences and involve them in key issues using music as a binding factor. We are excited to partner 9X, the UN and Rehman on this distinct show.”